AT HOME: FELICITY BRAND

Felicity Brand needs little introduction when her presence and eponymous style speaks volumes on its own. Landing the enviable role of head buyer for one of our favourite Aussie retailers — Mode Sportif, Felicity recently made the transcontinental haul from the UK, to call Australia home. 

Making a regular appearance on St. Agni's mood-board, Felicity's minimalist aesthetic calls to mind the timeless, empowered, intelligent woman that dresses with careful consideration to form and substance. As a previous buyer for Harvey Nichols, Felicity's style compass is deeply ingrained and arises naturally within the often unpredictable flow of taste-making and trend-setting. 

Embodying the raw and timeless energy of the St. Agni woman, we naturally had to have a chat with Felicity about how she manages so effortlessly to have her finger on the pulse when it comes to visualising the next seasons most coveted styles. 

Where are you from, and how did you come to be living life as you know it?

I’m English but moved to Sydney 18 months ago now to experience a fresh outlook and lifestyle after a decade living and working in London as a global Fashion Buyer for retailers such as Harvey Nichols (where I first bought St Agni!) and Net-A-Porter.

In your own words, please tell us what you do? 

I'm currently Head of Buying for Mode Sportif, which means I am responsible for curating our boutique fashion offer for our stores here in Sydney as well as our online platform. I’m lucky enough to cover a huge breadth of brands and product categories - I buy everything from bucket hats to silk gowns which I love the diversity of. I’ve been more involved in creative direction and styling in the past 6 months which has always been a passion of mine so it’s a really diverse role where each day is different.

Which element of work do you thrive off most? 

The only constant in fashion is change and that’s ultimately what has kept me so engaged in this industry for so long. Every week and season brings its own highlights and challenges which I can learn from.

If there was one piece you had to select from the La Forme Collection, what would it be and why? 

I love the Honey Suit Set (Taille Blazer & Amo Trousers)  - tailoring is honestly my everyday go to. I love the versatility of this suit in particular. It works so well for a casual look styled with the Alice Slide but if I was going out for dinner I’d switch my shoes for the Ines Sandal and add some gold hoops. 

What do you love most about fashion? 

“What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language.”  Miuccia Prada

What are your top three wardrobe essentials?

I can pretty much guarantee you will always find me in one of these 3; Tailoring, Denim and a White T-shirt.
What are you most excited to see emerge in the fashion industry when it comes to sustainability? 

Fashion is a consumer facing industry and this means consumers have real power - power to be vocal about their expectations. More recently, it feels that consumers are now actually demanding brands to be more transparent so as to align to their personal environmental and social morals. This shift in power is something that excites me.

What are three things that are inspiring you right now?

The absolute bravery of health workers on the front line of this global pandemic goes without saying. The empathy and kindness that this situation has brought out in people. We are all often so busy and wrapped up in our lives to stop and think of others. Even within my own apartment block I’ve noticed changes of behaviour with post-it notes at my door and neighbourly baking treats at our front door. There’s an overwhelming sense of solidarity, it’s really beautiful.


If you could give your younger self any advice based on everything you know now, what would it be? 

To always trust my gut and listen to that voice in your head (even if you don’t want to!) as it’s usually right and your intuition is guiding you to the right path.



Photography by India Hartford Davis